Core Message 🎯

Marketing is about making positive change happen through empathy, service, and understanding your audience deeply. It’s not about manipulation or spam! 🤝

Key Ideas 📢

1. The Smallest Viable Market

• Focus on the minimum number of people you need to succeed
• Better to be meaningful to few than invisible to many
• Find your true fans! 🎯

2. People Like Us Do Things Like This

• Humans make decisions based on belonging
• We join tribes that reflect our values
• Marketing is about finding & connecting your tribe 🤝

3. Status & Change

• Every purchase changes our status somehow
• People want transformation
• Focus on the change you’re making, not just the product 🔄

Important Principles 📋

• Tension creates change – create productive tension that leads to positive action
• Tell true stories that resonate with your audience
• Build trust through consistent, authentic action
• Treat different people differently – one size doesn’t fit all
• Permission marketing > interruption marketing

What NOT to Do ❌

• Don’t try to serve everyone
• Don’t race to the bottom on price
• Don’t spam or manipulate
• Don’t focus only on features instead of transformation
• Don’t ignore the worldview of your audience

Marketing Success Checklist ✅

1. Know who it’s for (specifically!)
2. Know what change you’re making
3. Understand their worldview
4. Tell a story that resonates
5. Make it easy to spread
6. Show up consistently
7. Lead your tribe with generosity